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Rakhi Khera(Abiti Bella):How this housewife emerged as Top Seller in Myntra with 3.4 Cr revenue?

rakhi khera MD Abiti Bella
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Rakhi Khera( MD, Abiti Bella Enterprises)

43 year old,  Rakhi Khera( MD,Abiti Bella Enterprises) is in top seller list of Myntra with the present year revenue sum of Rs 3.4 Cr. Rakhi is a top supplier of maternity and western wear clothing to many eCommerce platforms including Flipkart, Jabong, and Myntra under Walmart.  She has boosted her entrepreneurship skills and achieved Rs 3.4 crore in revenue this year with the help of Walmart’s Women Entrepreneurship Development Programme (WEDP).

Rakhi Khera says,In 2013, We have founded Abiti Bella Enterprises to cater to growing E-commerce market in India . Abiti Bella is currently providing Women Apparels to Indian consumers through leading Online Marketplaces like Snapdeal and Flipkart. We intend to create a horizontal growth for our Brand by adding more sub categories and also want to diversify in similar products on e-commerce platform.

Now Rakhi aims to grow a more potent team “Abiti Bella” with young professionals from similar industry background, who aspire to achieve career growth in an independent manner in a high growth environment.She mentions her Special thanks to Walmart we-connect for providing me this superb platform under the Women Entrepreneurship Development Program 3.0.


Rakhi Khera( MD, Abiti Bella Enterprises)
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Rakhi Khera( MD, Abiti Bella Enterprises)

Rakhi Khera Grown up in a small town in Madhya Pradesh known as Ashok Nagar. Now Rakhi is 43-year-old and she always dream to be a fashion designer.Although her passion for Fashion design was high still Since it was assumed to be unconventional career for a small town girl to choose those days.So her family was not much convinced to let her make that choice, and so she opted to do a bachelor’s in commerce instead.She Completed her Masters in Commerce from Jiwaji University in 1998.

“When I was pregnant, it was difficult to find comfortable and stylish maternity wear. So, in 2013, I decided to rent out designer maternity apparel,” she recalls.

How Rakhi Khera Started Abiti Bella?

Until 2013,Rakhi Khera was an happy housewife in Gurugram. She was happy taking care of her two children and a small family like any regular Indian homemaker women.Then she came up with the idea to do something new like reinventing her old passion in fashion.Her husband supported her and

she decided to step into maternity wear.When she was pregnant she experienced the problems of housewife to wear fashionable and stylish clothes during maternity period.So she decided to solve the issue-Comfortable clothing for mums-to-be.Unfortunately, her venture didn’t do very well. But Rakhi wasn’t disheartened, and kept her dream alive.

Next Year in 2014,As a initial investment She had Rs 5 lakh with which she concluded to create her own fashion brand with a range of western wear apparels, and then created a niche with maternity clothing for mums-to-be.Finally she decided to launch Abiti Bella Enterprises.The word Abiti Bella is an Italian word meaning beautiful clothes .

Growth Story:

Meanwhile Flipkart and amazon like eCommerce platforms were doing fantastic business. Rakhi Khera started by selling maternity wear on Flipkart. There She Obtained the training  for branding, cataloguing, uploading, etc. Within six months, she launched two brands of maternity wear, Abiti Bella and Mine4nine. 

“Later, I started selling on Myntra, and now Abiti Bella is the top-selling maternity wear brand on the platform. I launched a third brand exclusive to Limeroad called Color Block in 2017,” she says. Rakhi’s brands are now available on all online platforms.
“We get the highest response from Myntra. We are in with every trend in the market and cater to the latest styles,” she says.

She has been continuously growing her market presence and sales by being active in most of the eCommerce platforms.

“We get the highest response from Myntra. We are in with every trend in the market and cater to the latest styles,” she says.

Rakhi points that she has no prior experience in fashion design, she does have a keen taste for styles and being herself quite fashion conscious.

“I have outsourced design to a team of freelancers, some of whom are from NIFT. The outfits are produced at manufacturing facilities in Gurugram and Faridabad. So far, we have 800 designs of both the brands, and have catered to more than two lakh orders so far,” she says.

One of the reasons for her quick rise to popularity and success, Rakhi says, is because of the support she received from Walmart’s Women Entrepreneurship Development Programme (WEDP).Rakhi Khera,the top seller on Myntra and jabong in the pregnant women apparel and fashion segment.She attributes her success to Walmart ‘s Women Entrepreneurship Development Program (WEDP).

She admits that Walmart’s commitment and support to women entrepreneurs are commendable. She has established a benchmark in women entrepreneurship by her efforts and inspired the commoners by her vision, hard work and passion.

Rakhi Khera( MD, Abiti Bella Enterprises)
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Rakhi Khera( MD, Abiti Bella Enterprises)

“WEDP is an incredible programme for entrepreneurs like me, who do not have a professional course in business. Besides professional skills, WEDP has made me more confident and has given me a network of fellow women entrepreneurs and mentors, which I will always treasure,” says Rakhi Khera, Founder – Abiti Bella Enterprises.


As a supplier of maternity and western wear clothing to Flipkart, Jabong, and Myntra that Walmart acquired in 2018, Rakhi’s enterprise has witnessed a 38 pe(rcent and 15 percent growth in revenues in the last one year with Flipkart and Myntra respectively. The total revenue clocked in 2018-2019 is Rs 3.4 crore, and Rakhi projects Rs 4.5 crore for the next fiscal.

Krish Iyer, President and CEO of Walmart India, explains how the programme has been beneficial to a number of women entrepreneurs.he says,

“Walmart’s Women Entrepreneurship Development Programme (WEDP) is designed to help women business owners build robust businesses through training in a variety of modules, thus making them more competitive and resilient in today’s dynamic business environment. Over three batches, we have trained 150 women business owners, and sincerely hope WEDP has created a pipeline of diverse suppliers for the industry at large, including but not limited to Walmart India. Earlier this year, we announced the successful completion and graduation of high potential women business owners in the third edition of the WEDP. Rakhi Khera was one of the participants, and we are happy to note that she found value in the programme as it helped her build and sharpen her business acumen.”

The only time Rakhi felt really challenged was when demonetisation happened. “However, it did have a benefit. Our cash on delivery orders became less and we became totally digital,” she says.

Rakhi also believes women should not be afraid to take risks. “In the future, I would like to expand my lifestyle range, increase the number of brands, and grow and scale.”

Rakhi is now a big name in women entrepreneurship records in India and she acknowledges that success comes by continuous efforts and hard-work. shares her success mantra which says”keep trying,never loose hope and never give up”

Tags: Startup, Startup-Story, Women-Story,   Inspiration,WahBhai-Featured

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